The Importance of Digital Marketing for the Electric Vehicle Industry
The last few years have undoubtedly witnessed a surge in the awareness of Electric Vehicles, and consequently, their demands. The internet, television, newspapers, and every social media channel are emphasizing the need of adopting greener lifestyles. This trend toward responsible living and sustainability is beneficial to digital marketers. People are more cognizant of their choices than ever before, which provides marketers with befitting opportunities to spark conversations about Electric Vehicles, concentrating on their numerous benefits.
It is important to remember that the Electric Vehicles (EV) industry caters to a certain specialized segmentation and target demographic. Since traditional media have been scored low as purchase influencers for such subdivided groups of customers, it gives digital marketing an added advantage. Digital marketing thrives due to its ability to create AIDA (Awareness, Interest, Desire, and Action), hence influencing buying decisions.
Check out Green Car Reports’ social media handle to learn more about how AIDA effectively favours digital marketers: https://www.facebook.com/GreenCarReports/
How to create effective Digital Marketing Strategies for the Electric Vehicles Industry?
The answer rests in understanding the basics of digital marketing – the Consumer Funnel. To develop an effective digital marketing strategy for an Electric Vehicle or EV brand, or for any brand across any sector, a marketer must be able to answer these two critical questions:
1.How to influence a customer’s decision?
2.Which is the right digital channel?
Understanding the customer funnel and gaining deep insights into consumer behaviour at each level of the funnel is paramount in order to be able to find answers to these questions.
How to implement Digital Marketing at every stage of the Electric Vehicle Industry’s Consumer Funnel?
Digital Marketing plays a crucial role at every step of the consumer funnel – from the first step of creating awareness and generating leads to influencing customers to make a purchase.
Let’s dive into the various stages of the Consumer Funnel and learn how marketers can implement effective digital marketing strategies at each of these stages:
Stage 1: Awareness
The purchase cycle of any consumer begins at the awareness stage of the consumer funnel. When a consumer wants to buy an Electric Vehicle, they start researching various brands on the internet and other channels of marketing.
As digital marketers of an EV brand, it’s our responsibility to draw potential customers and generate leads through consumer research and various marketing campaigns. Here digital marketing comes into play for improving brand awareness and building trust with thoughtfully-crafted content, webinars, direct mails, social media, search, media mentions, and more. With these digital marketing tactics, customers’ information is collected and leads are pulled into a lead management system for nurturing them further down the funnel.
Educating customers is highly beneficial at every stage of the consumer funnel, but it’s of great importance at the awareness stage. Learn why it’s still one of the best marketing strategies for the Electric Vehicles industry: https://www.dealsinsight.com/why-educating-the-user-on-evs-is-still-the-best-marketing-strategy-for-ev-makers/
Stage 2: Interest
Once leads are generated and customers are aware of the brand, they go down to the next stage of the consumer funnel – Interest. Here, customers ideally investigate more about the brand and various products under its umbrella. They begin to learn whether the vehicle you offer will cater to their needs, its features and any other helpful information.
As digital marketers, we may use this opportunity to establish a relationship between people in the lead database and the Electric Vehicle or EV brand by introducing our positioning. At this level, we should use more customized and impactful messaging that restrengthens our positioning and convinces users to consider our brand, such as newsletters and personalized emails, among others.
Check how the automotive giant, Tesla, keeps its audience engaged and generates interest in its products through an active social media presence: https://www.instagram.com/teslamotors/?hl=en
Stage 3: Consideration
The consideration stage of the consumer funnel is where your leads have been further pushed down to become marketing-qualified leads. As marketers, at this stage, we can resort to automated email campaigns to deliver these qualified leads more information about the products our brand offers while continuing to nurture them with tailored content, case studies, free trials, testimonials and other digital marketing strategies.
This is a crucial stage when customers make a final choice on whether or not to purchase a brand’s Electric Vehicle. As the funnel moves down, our lead database starts to shrink, leaving lesser opportunities for conversions. As marketers, the responsibility falls on our shoulders to persuade the maximum potential customers that our brand is the best choice and move them towards the next stage.
Stage 4: Intent
Prospects must indicate an interest in purchasing a brand’s goods to get to the intent stage. This might happen during a survey or after a product demo. This is the point at which prospective customers are about to make a purchase, but they may be looking for auto dealerships in their area.
At the intent stage, our role as digital marketers is to understand the geographic parameters of digital marketing to ensure that our brand has a strong search engine presence and is listed on Google My Business.
Stage 5: Purchase
After browsing through numerous brands and offers, this is the stage where the potential Electric Vehicle customer decides to finalize the purchase and become a customer. Various ads pertaining to sales aid in the completion of the purchasing process. At this level, the sales team handles the purchase transaction.
Remember, a favourable buyer experience may lead to referrals, which feed the top of the marketing funnel, and the cycle continues.
While there is no one trademarked way to complete a purchase journey and increase conversion rates, understanding the consumer funnel and implementing a combination of various digital marketing strategies will go a long way in generating and nurturing leads. What works for one brand may not yield as great results for the other. You can keep trying until you finalize a combination of digital marketing strategies that produce the best results for your brand.
Want to know which digital marketing strategies you can implement for your Electric Vehicle brand’s success? We’ve got you covered. Click here to get more insights about the various digital marketing strategies to gain maximum conversion rates https://www.dealsinsight.com/wp-content/uploads/2022/03/Best-Digital-Marketing-Strategies-for-EV-makers-Ways-to-Boost-Sales-2.pdf
Benefits of Digital Marketing in the Electric Vehicle Industry: A case study
1. Best Returns on Investment:
With digital marketing, you only show your ads and promotional content to the target users and pay for these users, eliminating the cost of conventional marketing methods that cater to a wide range of people, including those who are not interested in any electric vehicle.
2. Educating Customers:
Given the fact that there’s still a great mass of people who are not aware of the many benefits of Electric Vehicles, digital marketing is a great tool to educate these users and generate more leads, thus increasing the conversion rates.
3. Simple Purchase Process:
One of the most significant factors that prompt customers to go ahead with purchasing a product is the ease of purchasing. A well-optimized website not only educates customers but also enables them to simply go online and make a purchase, cutting the hassle of negotiating. Tesla is a great example of how a user-friendly website works in the favour of the Electric Vehicle brand and increases conversion rates.
4. Loyal Customer Base:
With excellent digital marketing campaigns, comprising videos, graphical representations, social media posts, newsletters and blogs, amongst others, you get the opportunity to engage and delight your customers by focusing on concerns that resonate with them, such as renewable energy, green lifestyle and sustainability, creating a loyal customer base.
5. A Competitive Edge:
Having a strong digital footprint with an SEO-optimized website, social media channels, email marketing campaigns and more, you are more likely to reach target customers before your competition. Since your customers always find you first with relevant information, they will remain engaged with your Electric Vehicle brand.
With years of experience in the digital marketing arena, DealsInsight offers a wide range of digital marketing solutions, including SEO, Social Media Marketing, Email Marketing and more. We have helped one of the leading Electric Vehicle brands in India in increasing traffic through Social Media Marketing and Email Marketing.
At DealsInsight, we thoroughly analyzed their social media channels and marketing efforts and decided to introduce a new social media marketing strategy. With press releases, news articles and blogs, we targeted the relevant keywords which led to better visibility in organic searches. With engaging posts on LinkedIn, the brand gained 10000X more followers. Our Email Marketing Campaign helped boost lead generation by 10X. Besides, the brand won numerous awards for its digital footprint.
If you own an Electric Vehicle brand and would like to boost your growth with smart digital marketing strategies, contact DealsInsight now.